The day kicked off with a presentation by Troy Wade, strategy director at Brand Union, who discussed the concept of branding.
"A brand is not a product or service, but the perceptions we have around a product or service symbolised by a logo," he said.
David Shaw, head of Regent Street Portfolio covered the transformation of the locale over the decades. "As the street evolves so too does the brand," he said. Shaw added there was a need to to create a brand "that works across every aspect of Regent Street."
Gavin Tuck, creative director at Small Back Room, the agency responsible for the brand refresh, later took to the stage to discuss the wealth of events the district has hosted in recent years, such as the NFL UK Block Party.
He noted that: "The existing brand was not representative of the place.
"A great brand should draw strength from what it symbolises, not the other way around."
A short film was shown and the brand was unveiled. It sought to highlight the versatility of the new logo, as well as the ways in which its ties in with the tagline ‘Always different’, which combines Regent Street’s core values.
- Quality – Our benchmark
- Heritage – Look forward and back
- Style – Never rest content
- Success – Value beyond financial return
Tuck added the new image also reflects the brand’s touch points or ‘family’, which comprises Regent Street's portfolio, team, consumers and partnerships.
The unveiling comes off the back of the central London locale's launch of Fashion and Design Month, which will see involvement from brands including Karl Lagerfeld, Burberry and Anthropologie.